iarjbmIARJBMIARJBM2708-5147https://doi.org/10.47310/iarjbm.2025.v06i02.009The Impact of Engagement Marketing and Brand Personality on Customer Retention: An Exploratory Study of a Sample Opinions of Middle East Investment Bank CustomersAhmed KademAbed AL AboudyDepartment of Business Administration, University of Al-Qadisiyah, College of Administration and Economics, IraqA survey of a sample of Middle East Investment Bank customers was conducted to determine the influence of engagement marketing and brand personality on customer retention in the face of growing competition in the banking sector and the need to develop innovative marketing strategies to retain customers and encourage sustained engagement with the bank. A descriptive-analytical method was used, with data collected using a structured questionnaire distributed to the customers of the bank. To test the research hypotheses, the data were analyzed using suitable statistical methods such as correlation analysis and multiple regression analysis and the findings show that engagement marketing has a statistically significant positive effect on customer retention, brand personality plays a vital role in influencing customer attitudes and loyalty and the combined effect of engagement marketing and brand personality produces a synergistic effect that further enhances customer retention. The research suggests that banks should implement new marketing strategies and utilize new technologies to design engagement customer experiences and that they should also invest in reinforcing their brand image to align with customer values and aspirations to enhance loyalty and long-term engagement.